BEAUTY REPORT: REVLON
reassessment and have become more understanding of what is important to the company’s core demographic.
EA reawakens its identity Elizabeth Arden has begun reinvesting in its brand heritage and personal identity – taking the brand right back to its red door roots on Fifth Avenue in New York, while Revlon regains its former stature as a brand that offers confidence and identity to women living in the ever- changing fast-paced modern world. “The brand equity of Elizabeth
Arden is steeped in New York heritage,” explains Mazzotta. “Miss Arden started her spa on Fifth Avenue and she painted her door red to make herself stand out – that’s where the red door comes from. Fifth Avenue is very intrinsic to the Elizabeth Arden heritage. Mazzotta highlights how this
iconography features on all products and now, even with the brand’s fragrance line ‘My Fifth Avenue’, it’s giving a nod to its roots and original line ‘Fifth Avenue.’ There is, however, added
personalisation with the word ‘my’, which gives it a sense of customisation, ownership and playfulness. All of this is important for an audience looking for ‘meaningfulness’ and a sense of ‘self’ in the beauty products that they buy. As Mazzotta reiterates, “People are looking for stories and meaning”. The actress Reese Witherspoon
is Elizabeth Arden’s ‘storyteller- in-chief’ and together with the company, social media content in the form of digital videos and advertising has been developed so that women
feel she is talking directly to them. “She is an incredible individual and
it is really important to her when she represents our brand that she tells a story,” explains Mazzotta. “She wants to have a connection
to people. She is very authentic. “For Revlon, we’re changing our
advertising graphics and going for a much bolder image in terms of colour, innovation and formulas,” she continues, pointing out that this all comes under the banner of Revlon’s brand new campaign entitled ‘Live Boldly’. “Revlon has always celebrated and
championed strong, independent women in its iconic campaigns,” continues Mazzotta. “Our new campaign is designed to
inspire women to express themselves with passion, optimism, strength and style. “Gal Gadot is among our four
new brand ambassadors who all powerfully represent the ethos of living boldly – to live life with determination and attitude and to boldly trail your own definition of beauty. The campaign is currently rolling out across travel retail locations and through digital campaigns.” For Revlon, getting back in touch
with the strength and identity of women has become a fundamental part of its business plan. The travel retail exclusive range of
products has switched its colourway from black to white, items are conveniently sized, imagery on the packaging resembles those found on Pinterest and Instagram and its new foundation is named ‘Selfie’. Indeed, communication has
Revlon key brands
• Revlon ColorStay • Revlon PhotoReady • Revlon Age Defying • Revlon Ultra HD • Revlon Super Lustrous • Revlon Mascara
EA key brands
• Elizabeth Arden Visible Difference • Elizabeth Arden Ceramide • Elizabeth Arden Superstart • Elizabeth Arden Prevage • Elizabeth Arden Eight Hour • Elizabeth Arden Skin Illuminating • Elizabeth Arden White Tea • Elizabeth Arden Red Door • Elizabeth Arden Green Tea
Net sales at Revlon totalled $560.7m in the first quarter of 2018, compared to $594.9m year- on-year.
TRBusiness
evolved to represent and reflect millennial expectations in the digital age. The newly introduced ‘bold’ image is, however, a metaphor for how Revlon has positioned itself within the highly competitive beauty sector. “The Live Boldly campaign
began in February 2018”, according to Mazzotta. “The entire concept and ethos is
about ‘confidence’ and ‘being strong’ as well as ‘being the person that you really want to be’. “This is a brand new direction for
Revlon. Every cosmetic company evolves and changes and with our innovations now that we have, new management, and new ideas we are moving forward. “We are really excited about this
campaign and we are rolling it out into markets globally. “For travel retail, we have
Brand ambassador Witherspoon teamed up with Elizabeth Arden in 2017. JUNE 2018
completely redone our travel retail exclusives for Revlon and introduced improved assortments to make the brand very young and modern to meet the needs of the future.” «
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